MONEYSUPERMARKET

HOUSEHOLD MONEY INDEX (HMI)

MoneySuperMarket marked 30 years of helping UK consumers switch and save with a thought-leadership campaign that gave unique insights into how people are spending their money amid the cost-of-living crisis.

The price comparison service needed to reach beyond personal finance pages. The objective was to engage a wide and varied mainstream audience with the message that it has always been there to help people in the UK save on household bills - and it’s more important than ever as people navigate the cost-of-living crisis.

We devised and delivered the Household Money Index - the first ever barometer for journalists and consumers on what it costs the average person to get out of bed every morning.

We analysed economic quirks including sales in cinema tickets, hairdresser appointments – and even men’s underpants - while also comparing household bills versus 1993.

The campaign not only generated incredible top tier press coverage – with 204 earned mentions of the brand - but positive engagement internally and with stakeholders. An email about the HMI sent to MoneySuperMarket customers drove 60% more clicks to the website than an average informational email.

As a result it is now cemented into MoneySuperMarket’s annual communications calendar, with quarterly updates to the Household Money Index.